SBC Digital Italy: Operators must become ‘more than a betting brand’ Share April 1, 2021 Navigating the restrictions of the Italian market has proved challenging for operators amid a ban on gambling advertising. However, betting companies have begun to place increased emphasis on consumer engagement and remarketing as ‘media brands’. In July 2019, the Italian communications authority introduced the Dignity Decree which prohibited all sports leagues and clubs from promoting or advertising gambling-related brands. Discussing the integration between the gambling and entertainment industries on the SBC Digital – Italy panel titled ‘Marketing and advertising under tightening restrictions’, Giovanni Bertoli, Chief Executive Officer at Wall Street Football, argued that operators should view the advertising ban as an ‘opportunity rather than a threat’.